This document provides an overview of social media channels and metrics. It discusses popular platforms like Facebook, Twitter, Instagram, YouTube, and LinkedIn. It examines the unique aspects of each channel including original features, prime posting times, and engagement habits. The document also defines common metrics used to measure audience engagement and evaluate the performance of social media campaigns. These include engagement ratio, growth ratio, link clicks, and earnings per click. It provides tips on collecting baseline metrics and reporting social media performance over time.

1. Course Introduction
Lecture #2: Social Media Channels & Metrics
UGBA 198 - Fall 2016
Haas School of Business, Berkeley
Julian Gamboa-Ramos

2. #ExperienceUGBA198

3. Social Media Channels

4. Unique Platforms
● Each platform has its unique style,
followers expect different content.
● Exemplify on each platform’s tone.
○ Tweet vs Facebook Post
● Audience behavior varies heavily
among different platforms.
○ Different “news feed” habits
○ Liking on FB vs on Instagram
● “Storytelling” marketing:
○ Channel agnostic campaigns

5. ● 1.712 billion monthly active users (MAU)
● Could change digital marketing landscape.
Rapidly changing with each update.
● Updates succeed due to large user base.
● Prime Time: 1 - 4 PM
Dead Time: 12 - 5 AM
● Original Feature: News Feed
● Perks: Events, Instant Articles, Trending,
Live Streams, Business Pages, + more
Facebook
February, 2004

6. Messenger
● 1 billion monthly active users (MAU)
● Original Premise: Standalone messaging
platform.
● Perks: Chat bots, Customer Service, Emojis
○ Example: CNN, 1800flowers
● Prime Time: 8 - 10 AM for scheduled.
Dead Time: 9 - 5 PM
August, 2011

7. YouTube
● 1 billion monthly active users (MAU)
● Original Premise: Video sharing site.
● Perks: 360 Videos/Virtual Reality, Content
Creators with Ad Revenue, YouTube Red
● Cross-Platforming: Rich Media
● Prime Time: 6 AM and 12 PM
February, 2005

8. Instagram
● 500 million monthly active users (MAU)
● Original Premise: “Anyone can be a
photographer”
● Prime Time: 5 - 6 PM
Dead Time: 12 - 8 AM
● Perks: Instagram Stories*, Filters, Layout,
#hashtags, Boomerang
October, 2010

9. Twitter
● 313 million monthly active users (MAU)
● Original Premise: Live events, News Updates,
Customer Support
● Prime Time: 1 - 3 PM
Dead Time: 8 PM - 8 AM
● Fun Fact: 9.1k tweets occur every second.
○ How does yours #StandOut?
● Perks: Trending, Twitter Cards,
Moments, Lists
July, 2006

10. ● Requires two factors: (According to Jungle Media)
○ the number of people tweeting at any one time about
the same topic / #hashtag
○ the time of day
● 12 to 6 AM: ~1200 tweets and ~500 users
● 6 to 12 PM: ~1700 tweets and ~733 users
● 12 to 6 PM: ~1500 tweets and ~812 users
● 6 to 12 AM: ~1900 tweets and ~922 users
How Can I #Trend?
#ExperienceUGBA198

11. Snapchat
● 100 million monthly active users (MAU)
● Retains users due to FOMO
○ Content lasts 24 hour, don’t miss it!
● Upload Habits: Dispersed through 24 hours
○ Stories in chronological order. Newest!
● Perks: Instant Messaging, Draw Tools, Filters,
Discover*, BFF System, BitmojisSeptember, 2011

12. LinkedIn
● 450 million registered users
● Original Premise: Business oriented social
networking site
● Prime Time: 5 - 6 PM
Dead Time: 9 - 5 PM
● Perks: Job listings, talent acquisitions,
media-rich resumes*, recruiter perks
December, 2002

13. Google+
● 111 million monthly active users (MAU)
● Prime Time: 9 - 11 AM
Dead Time: 8 PM - 6 AM
● Perks: Search Engine Optimization (SEO)
○ Google Property!December, 2011

14. Metrics

15. What Are Metrics?
● “Reports on all audience engagement with your content,
either individually or overall.”
● Examples include, but not limited to:
● Likes, retweets, hearts, shares, comments, link clicks,
viewers, screenshots, mentions / tagged, messages,
subscriptions/followed, and more.
● Social media knows businesses seek to advertise.
○ Facebook’s Insights or ads.twitter.com

16. The Basics
● Engagement Ratio
○ People Talking About This / Total Likes
● Growth Ratio
○ New Page Likes / Total Likes

17. The Basics
-Engagement Ratio?
-Growth Ratio?

18. The Advanced (Internal)
● When are your followers active?
○ Optimize posts for maximum reach.
● Understand your audience’s preferences.
○ Create shareable content.
● Page likes/views, reach, post engagement, link clicks,
seconds viewed, screenshots,
○ Determine your growth and return on investment.

19. Facebook Reactions
● Still have not achieved full-user disclosure
○ i.e. Users will still click “like” than
“sad” on a sad post.
● Giving more options can backfire.
○ Reporting on bad news may get
you “angry” metrics.
○ Do not affect your reach.

20. Facebook Reactions

21. Clicked Links
● If managing social media accounts:
○ Redirecting users to company website.
● Social media not the focus: It drives traffic to website!
○ How effective are your posts? Is social media worth?*
○ Post insights → measure clicked links, find revenue.
○ Ad revenue varies from ad formats and companies.
*Ad revenues may be a sensitive areas for corporate.

22. Clicked Links

23. Earnings Per Click (EPC)
Courtesy of Clicksor

24. Starting A New Position
● If managing a social media site, always collect information
at the beginning: it might get overwritten!
● Things to look out for:
○ Followers, Average Engagement Ratio,
Average Link Clicks, Average # of Posts

25. Reporting Metrics
● How to Present:
○ 1-3 Months: Weekly/Monthly intervals
○ 3-6 Months: Monthly/Bi-Monthly intervals
○ +6 Months: Monthly intervals
● On Your Resume:
○ Use percentages, never concrete numbers (internal)!
○ Initial numbers needed for percentages.